COMSATS Abbottabad: Sapphire's Social Media Marketing Impact

This project report, submitted by a BBA student at COMSATS University Islamabad, Abbottabad Campus, examines the impact of Sapphire's social media marketing on consumer buying behavior. The report includes an introduction to the project's purpose, scope, and objectives, followed by an overview of Sapphire as a brand, including its history, core values, strengths, weaknesses, opportunities, and threats. The research methodology involves primary and secondary data collection, including interviews with marketing managers and customer feedback surveys. The project investigates Sapphire's marketing strategies, advertisement methods, and the effects of the COVID-19 pandemic on its operations. The findings, recommendations, and a bibliography are included to provide a comprehensive analysis of Sapphire's marketing efforts and their influence on consumer behavior.

The Impact of Social Media Marketing of Sapphire on Consumer
Buying Behavior
Submitted By
Hamza Khalid
(FA17-BBA-001)
Supervised By:
Ms. Humna Ijaz
i

ii
Department of Management Sciences
COMSATS University Islamabad, Abbottabad Campus
December 2020
The Impact of Social Media Marketing of Sapphire on Consumer
Buying Behavior
Submitted By
Hamza Khalid
(FA17-BBA-001)
Supervised By:
Ms. Humna Ijaz

iii
Department of Management Sciences
COMSATS University Islamabad, Abbottabad Campus
December 2020
Project Report Title
The Impact of Social Media Marketing of Sapphire after COVID-
19 on Consumer
Submitted By
Hamza Satti
(FA17-BBA-001)
Supervised By:
Ms. Humna Ijaz

iv
Department of Management Sciences
COMSATS University Islamabad, Abbottabad Campus
December 2020
This project report is submitted in partial fulfillment of the requirements for the degree of
Bachelor of Business Administration awarded by the COMSATS University Islamabad,
Abbottabad Campus

v
Student’s Declaration
I declare that this material, which I now submit for assessment, is entirely my own work and has
not been taken from the work of others, save and to the extent that such work has been cited and
acknowledged within the text of my work. I understand that plagiarism, collusion, and copying
are grave and serious offences in the university and accept the penalties that would be imposed
should I engage in plagiarism, collusion or copying. I have read and understood the Assignment
Regulations set out in the module documentation. I have identified and included the source of all
facts, ideas, opinions, and viewpoints of others in the assignment references. Direct quotations
from books, journal articles, internet sources, module text, or any other source whatsoever are
acknowledged and the source cited are identified in the assignment references. This assignment,
or any part of it, has not been previously submitted by me or any other person for assessment on
this or any other course of study.
I have read and understood the referencing guidelines as recommended in the report guidelines.
Signature
Name: Hamza Satti
Registration# FA17-BBA-001

vi
Supervisor’s Certificate
This is to certify that Mr. Hamza Satti has incorporated all observations, suggestions and
comments made by the external evaluators as well as the internal examiners. The title of her
project is “The Impact of Social Media Marketing of Sapphire after COVID-19 on Consumer”.
Forwarded for necessary action
SupervisorsSignatures
Supervisor’sName
Ms. Humna Ijaz

vii
Approval Sheet
The Impact of Social Media Marketing of Sapphire after COVID-
19 on Consumer.
By Hamza Satti
(FA17-BBA-001)
Mr.
(ExternalExaminer)
Ms. Humna Ijaz
(Report Supervisor)
Dr.
(Head of Department)

viii
Department of Management Sciences
COMSATS University Islamabad, Abbottabad Campus
December 2020

ix
Dedication
This report is dedicated to my father who hear my pain when everyone else ignores it. Who
alwaysmakesmesmilewhenIthinkIcan’t.Wholistentomysecretsandmakethemhis.The one who
always stood by my side. Who has always been a source of encouragement. Whose constant
support compels me to achieve every goal with ease. Without the inspiration, drive,
andsupportthathehasgivenme, Imightnot bethepersonIamtoday.Tomymotherwithout whose
prayers I would be nowhere. The one who was there to tell me every time when I feel like
I’ve failed that in the eyes, heart, and mind of her, I’m a Super son of a super mom.To my
sisters and my brothers for their love, support and motivation.To my elder sister, my
guardian angel who have always been my backbone. This report is specially dedicated to
someone who is a source of the biggest support I had when things got rough for me. Lastly
this report is dedicated to my friends and family who have been there for me during the ups
and downs and to my teachers for helping me at every step to bring out the best inme.

Acknowledgements
AllpraisesareforAllahAlmightythathasbestoweduponhumanbeingsthecrownofcreation and
has endowed him with knowledge and wisdom. Secondly I am thankful to my caring and
loving mother and brother whose moral and financial support and prayers helped me to
reach this stage of mylife.
Special thanks to my internship supervisor Ms. Humna Ijaz for her intellectual guidance,
valuable time and profitable knowledge whenever I needed.

Contents
CHAPTER NO 1.............................................................................................................................................1
INTRODUCTION OF PROJECT.......................................................................................................................1
1.1 INTRODUCTION OF PROJECT.................................................................................................................2
1.2 Main purpose of the project..................................................................................................................2
1.3 Scope of Project.....................................................................................................................................2
1.4 objectives of my Project........................................................................................................................2
1.5 DATA collection of project.....................................................................................................................3
1.5.1 The primary source of information.................................................................................................3
1.5.2 The secondary source of information.............................................................................................3
1.6 Limitations.............................................................................................................................................4
1.7 Pattern of project..................................................................................................................................4
1.7.1 Chapter 1........................................................................................................................................4
1.7.2 Chapter 2........................................................................................................................................4
1.7.3 Chapter 3........................................................................................................................................4
1.7.4 Chapter 4........................................................................................................................................4
CHAPTER NO 2.............................................................................................................................................5
INTRODUCTION OF THE ORGANIZATION.....................................................................................................5
2 Introduction of Sapphire Clothing Brand..................................................................................................6
2.1 History of Sapphire................................................................................................................................6
2.2 Impact of Social Media Marketing after COVID-19 on consumer behavior:..........................................6
2.3 Core values of Sapphire:........................................................................................................................7
2.3.1 Mission Statement of Sapphire.......................................................................................................7
2.3.2 Vision Statement of Sapphire.........................................................................................................7
2.3.3 Values of Sapphire..........................................................................................................................7
2.4 Strength of Sapphire..............................................................................................................................8
2.5 Weakness of sapphire............................................................................................................................8
2.6 Opportunities for Sapphire....................................................................................................................8
2.7 Threats for Sapphire..............................................................................................................................9
2.8 Business model of Sapphire...................................................................................................................9
2.8.1 Tanning for Sapphire Retailer outlet Employees..........................................................................10
2.9 Product sapphire provide....................................................................................................................10

2.9.1 Ready to wear dress.....................................................................................................................11
2.9.2 Unstitched dresses collection.......................................................................................................11
2.9.3 Beauty products............................................................................................................................11
2.9.4 Accessories’ of sapphire...............................................................................................................11
2.9.5 Home Decorations........................................................................................................................11
2.10 Advertisement Strategies of sapphire...............................................................................................12
2.10.1 Social media Advertisement.......................................................................................................12
2.10.2 Digital marketing........................................................................................................................12
2.10.3 Paper Advertisement..................................................................................................................12
2.10.4 Commercial Advertisement........................................................................................................12
2.10.5 Outdoor advertisement..............................................................................................................13
2.11 Covid19 effect on sapphire............................................................................................................13
CHAPTER NO 3...........................................................................................................................................15
RESEARCH ON PROJECT.............................................................................................................................15
3.1 Detail of my project work....................................................................................................................16
3.2 Sample size..........................................................................................................................................16
3.3 Information collection method............................................................................................................16
3.3.1 Primary information collection on sapphire.................................................................................16
3.3.2 Secondary information collection on sapphire.............................................................................17
3.3.3 Target area for gathering data......................................................................................................17
3.3.4 Questionnaires information..........................................................................................................17
3.3.5 Customer feedback survey...........................................................................................................17
3.4 Competitors’ of Sapphire Textile.........................................................................................................23
CHAPTER NO 4...........................................................................................................................................24
FINDINGS AND RECOMMENDATIONS.......................................................................................................24
4. Findings of my project...........................................................................................................................25
4.1 Recommendations...............................................................................................................................25
4.2Bibliography..........................................................................................................................................26

CHAPTER NO 1
INTRODUCTION OF PROJECT

1.1 INTRODUCTION OF PROJECT
According to the rules of business school every student who is having the education of BBA they
have to do some real time work to complete their degree program they have to do a project on
the market and every student have different topic on which they do there project the main reason
behind this project is to gain knowledge about the market that how work is done in the market
students of 7 semester are mandatory to do such project as this is the demand of their degree
through this project student confidence is build and they can understand the market practically
that how people work in the organizations.
1.2 Main purpose of the project
The main purpose of this project is to enhance the student knowledge about the organization to
give them real time knowledge that how organization are working and performing the tasks
being student of BBA marketing it is very important for me to have know how about the market
that how advertisement is done how product and services are managed in the market how
organization promote themselves in the market,what kind of problems do the marketing
department of any organization faces and how they handle it how they tackle theircustomers and
so many other sides of the organization being the student of marketing specialization it is very
important to have regular knowledge about the market.
1.3 Scope of Project
This report is all about the social media marketing of sapphire and it will focus on the impact of
covid19 on sapphire that, how they tackled the pandemic condition?What kind of difficulties
does organization faces?How their marketing department tackles the condition?What kind of loss
did the organization have to face and how they controlled there lose?How they managed there
employee’s salaries and when outlets were in complete shutdown what impact did the
organization face due to the lockdown?What are the goals of the organization?How they
compete in the market?Who are there competitors?What kind of different services and products
does the sapphire provide to theircustomers?How differently sapphire brand advertise themselves
in the market?All these aspects will be discussed in thisreport, and then there will beconclusion
of the report and what was learnt from this whole research and then at the end will be the
recommendations and changes that should be made in the brand social media marketing
according to this research.
1.4 objectives of my Project
The main objectives of thisreport is theanalysesof the market and make a practical understanding
of the market to know the knowledge that was gained from teachers how it is being implemented
in the market how those strategies are actually helping the organization to work .

 This project gives theknowledge about the market and also my writing skill will be
improved due to this project
 With this project my communication skills are improvedand got the confidence to
conduct the interview survey of the people in the market
 This report helped in better understanding the meaning of the marketingenvironment that
how policies are made in the organization and how they are being carried out
 This project made me understand about how teams perform there duties and success is
not by one person work it a full team behind every work
 Being the marketing students we should get this opportunity to have a project on different
organization this will help them in their future goal setting and working in market
 This report helped in observing market with a different perspective, from the perspective
of a business student and helped understand how leaders of marketing department handle
their subordinates their fellow worker and how they guide them with their work in a
friendly environment
 The advertisement team of sapphire share their ideas with their whole team and gave the
sense of importance to their team
1.5 DATA collection of project
Data collection in any project always the most difficult task as organization are very sensitive to
share their information with any random personal because that is private information of any
organization on which they are competing in the market and they feel hesitated to share any kind
of information regarding there organization there are two main ways to collect the data from any
organization
 The primary source of information
 The secondary source of information
1.5.1 The primary source of information
The primary data that was collected about the organization, is from the website of sapphire
officialwebsitefrom which the knowledge about sapphire was foundthat what is a sapphire and
how they work and what kind of products they offer to theircustomers and then more other
websites on which sapphire information was available this helped me in getting data about the
organization
1.5.2 The secondary source of information
The secondary source from whichthrough which the data was collected was by visiting the outlet
of the organization in my city and did an interview of marketing manager of the
ABBOTTABAD outlet and the main branch manager also with this interview I got the most
important and practical knowledge about the brand sapphire and how their brand was affected by
the pandemic covid19 this survey helped me in getting complete understanding about the
sapphire brand and the problems that they faced.

1.6Limitations
Being the student of BBA and conducting the interview of sapphire manager gathering
information for few hours does not let organization employee to share complete data of the
organization every organization have certain rule on which they are strict and they don’t let their
employees to share the information of the organization,during the research it wastried to get as
much information as there could be gathered but the manager still was unable to answer few of
thequestions because he was not allowed to share the information.As a student of marketing we
have a skill to tackle people and take information from them but still theydid not provide uswith
complete information of sapphire brand that how there media marketing was affected in covid19
and how much they suffered.The manager was reluctant to share about it.
1.7 Pattern of project
This pattern will gave brief outline of the four chapter of the project that what are these chapter
about every chapter will describe the detail work of the project in every context
1.7.1 Chapter 1
In the chapter number one of this project we willdiscuss about the introduction of thisreport,
main purpose of this project that why is this project important then come the objectives of the
project, the data collection of project and in the end of the first chapter it will discuss about the
limitation that organizations have while sharing the information related to the organization.
1.7.2 Chapter 2
The Chapter 2 of this projects includes the introduction of the clothing brands, the introduction
of sapphire,goals of sapphire, core values of the company, competitors of the company, product
line that sapphire is offering,marketing strategies that they have,social media marketing of the
brand, achievements of the organization.
1.7.3 Chapter 3
Chapter 3 is all about the detail problems that sapphire faced during the pandemic,marketing
department work on social media, promotional new strategies that sapphire had made in that
time, the procedure of the work that was suddenly changed and then the survey that was
conducted which includes the questionnaires of the manager and the feedback of the customers
about the brand and what contributions does sapphire made in this situation of pandemic,how
festivals where handled.This chapter includes the whole time frame of the sapphire during the
pandemic
1.7.4 Chapter 4
Chapter fourth is the last chapter of the project which includes the detail observations and my
understanding and the finding about the company and there works with this all.

CHAPTER NO 2
INTRODUCTION OF THE ORGANIZATION

2 Introduction of Sapphire Clothing Brand
When it comes to the clothing brand industry of Pakistan we have a large no brands a large list is
available of the fabric industry of Pakistan .Pakistan is very lucky in the fabric industry specially
Pakistan is known for the cotton fabric industry all over the world in that list of fabric industry of
Pakistan SAPPHIRE hold a very reputed name sapphire is one of the biggest clothing brands of
the Pakistan and have a large number of loyal customers not only in Pakistan but all over the
world sapphire is known for its uniqueness they always introduce a unique design of their clothes
in market sapphire is street high brand of clothing industry of Pakistan who works in different
line and provide their customer with variety they provide theircustomers with stitched dress like
ready to wear which includes casual dress party wear and so many others also they provide there
customers with unstitched dress in different variety of fabrics.
2.1 History of Sapphire
Sapphire clothing brand for females is known as sapphire textile in the industry and is founded
by Nabeel Abdullah in years ago in 2014 the first retailer store of sapphire textile was opened its
head quarter is in Lahore and according to the survey of 2019 there are twenty one retailer store
all over Pakistan of sapphire textiles sapphire works in textiles and accessories line and they
provide best product services to their customers sapphire textile is found in all four province of
Pakistan SindhPunjabBaluchistan and KPK where sapphire provides there latest collection for
there customers in one the interviews the founder of sapphire told that the reason to establish this
brand was to provide middleclass of the country the best fabric for this they introduced daily
wears parties wears formal wears silk wear and the unstitched dress for the normal people of
our beloved country he further told that we do not have high range designers for our brand we
have provided our company with the reasonable affordable designer who can gave their best and
can attract the ordinary person of the country.
2.2 Impact of Social Media Marketing after COVID-19 on consumer
behavior:
Long-term effects of COVID-19 on consumer behavior, COVID-19 changes consumer attitudes,
behaviors and shopping habits, and many of these changes are likely to last after the pandemic.
As these changing consumer needs and behaviors will shape the future of the industry, they will
bring new challenges and opportunities for businesses. Therefore, it is crucial to understand these
changing consumer behaviors for companies that develop their business strategies to adapt to
new and emerging consumer trends. Businesses need to understand how their customers respond
to the pandemic and develop personalized marketing strategies to meet the needs of each
customer group. According to Global Data, some of the key new trends emerging from the
COVID-19 pandemic include a dramatic shift toward e-commerce, an increase in purchases from
one-stop-shop retailers, and acceleration in the purchase of local brand offering and private. The
desire to shop locally is reflected both in the products that consumers buy (e.g. local products)
and in the way consumers shop (e.g. by helping local shops and local shops). COVID-19 has

accelerated the use of technology in all areas of consumer life. Therefore, companies need to
increase their online presence to connect and interact with their customers. Since brand loyalty
has low priority, consumers will also be more likely to buy from a lesser known brand with good
value for money. Consumers also place great emphasis on personal care, mental health and
physical well-being. With consumers' growing focus on health, a health strategy will help
companies differentiate and take advantage of this growing market opportunity in the foreseeable
future. The Global Data table below summarizes the impact of COVID-19 on the consumer
value chain and its short-, medium- and long-term impact on consumer buying behavior. While
most companies face short-term challenges related to logistics and supply chain disruptions,
companies that quickly adapt their business strategies and product offerings to the needs and
trends of new consumers will stand out as winners in long-term.
2.3 Core values of Sapphire:
2.3.1 Mission Statement of Sapphire
Our mission is to provide the best fabric with unique design in the market and to develop a new
trend in the fashion market with this all our mission is to help in the development of our beloved
country Pakistan to empower our people we always target our females to be independent and to
confident to stand in the society our fabric is one of best fabric of the industry our mission is to
make is best at the global level that every single person across the globe should know about the
sapphire textile with this all our base for business is to do a honest business to follow the ethics
of the business and by following those ethics our mission is to become one of top business brand
of the textile industry not only in our country but in the whole world.
2.3.2 Vision Statement of Sapphire
 Our vision to become one of the best product provider brand across the globe that every
single person across the globe can afford easily
 To provide best designs
 To make people life easy with providing different designs of fabrics in different
categories
 To grow the textile industry of Pakistan
 To show the positive side of our beloved country Pakistan to the world
 To help in the development of the community
 To build a loyal fair relationship our customers
2.3.3 Values of Sapphire
 To be pride for the nation to do something that brings positive effect on our country
 To help our people to work for our country and contribute in the development of the
nation
 To bring diversity in our fabric as well as in our staff that can bring lot of positive effect
to our country at global level
 To give our employees a friendly environment to work in and this can motivate them to
gave their best in their jobs

 We have the honest policies to work in the market and we do fair job with our work
2.4 Strength of Sapphire
The strength of sapphire is as following:
 There target market is the middle class of Pakistan
 There fabric has best quality compare to their competitors
 There designs are unique which attract there customers
 There marketing policies are very effective that easily attract there customers
 There advertisement are always related to empower the women which attracts 90 % of
the population of the females all our the Pakistan
 There policy of exchange is very effective for which customers are very loyal towards
them
 They have more than 16000 employees in there factory
 They are found in thirty five country of the globe which is their biggest strength in the
textile industry
 They are very well known for the well fare work in the community
2.5 Weakness of sapphire
 The weakness of sapphire are not to be found easily they are known for the best product
in the textile industry
 There marketing strategies are very slow
 They only work for the specific class of the country they should have different target
market and keeping that in mind they should develop their advertising strategies
 They should provide some discount card r vouchers to their loyal customers
 They should have policies to provide special gift hampers for shopping limits when
excides
 They should complete knowledge about the culture around the globe
 They should promote them self at large scales to be the prominent brand known for best
advertisement strategies in the country
2.6 Opportunities for Sapphire
They main opportunity in the society that they are availing are successful because of it is there
middle class customers large number of Pakistan population is o the middle class and they are
targeting middle class people across the country just visit those city where sapphire retailer are
found they just travel to have their products . there services and quality of the product is far
better than many well known brands of the Pakistan females are very active followers of the
sapphire the sales are very reasonable they gave seventy present of the sale twice a year to their
customers which is their biggest opportunity
In the pandemic situation, Sapphire had the best chance as all retail stores were blocked.
Sapphire had its own online shopping portal that offered the best service to its loyal customers

anywhere in the world. Pakistan hosted the Eid Festival, in which the whole of Pakistan would
participate. Do Shopping Sapphire has made it very easy for customers to order their favorite
clothes from the online store and they can be safe and satisfied in this situation where large
covid19 people had shopped online which had the best positive effect on the sale of the Sapphire
products.
2.7 Threats for Sapphire
The rapidly changingtrendsof in the market is one of the threat for sapphire they should have a
very fast services to cop up with the latest trends in the market Increasing of day by day
competitors of sapphire every day a new brand is being launched in the industry and people get
attracted towards them due to their attractive advertisementsstrategies Sapphire should have
update policies for their company to competein the textile industry.
2.8 Business model of Sapphire
In the business model with sapphire fabrics, they clearly showed their customers the whole
process of their industrial work to get a wool raw material or any raw material for their clothes
because there are many types of fabrics that is why they use cotton wool etc. In the form of raw
material, send it to the garment factory from them. It is processed at the textile factory. Then the
clothing design is done. They then ship her dress to their brand stores. So customers can buy
easily. The whole process is carried out with the best product on the market and the best quality
of that product. The business model is simple and very clear. This makes your reputation very
simple and very attractive to your customers and investors. You are attracted to its simple
business model.

2.8.1Tanning for Sapphire Retailer outlet Employees
Sapphire is one of the brand of Pakistan who provide best tanning sessions to theiremployees for
the work that they have to perform starting from there factory to their stores they gave tanning
sessions in which there workers get properlytrained that how they have to their work in the
market and how they have to handle their tasks there retailer managers get one month sessions
that how they have handle whole staff in there store and how they have to tackle any conflict
occurred within the staff or with the customers’ there whole staff is properly trained of their jobs
that they perform that’s why sapphire has different level in employees assessment and
theiremployees are very happy and satisfied of there company as the companygives increment
bonus to their staff on large no sale and motive their employees this kind of gestures are making
there employees very happy and motivated toward their job.
2.9 Product sapphire provide
Sapphire works in different line of products and provide more variety then any other brand of
brand they provide there customer with the ready to wear dress unstitched for men women kids ,
beauty products , accessories, home decoration and the new style products.
CUSTOMERS

2.9.1 Ready to wear dress
Sapphire provide there customers’ with ready to wear dress of females men and kids which
includes eastern dressing western dressing night dresses party wears casual dresses home wears
and so many others variety they have a vast kind of variety of there ready to wear dress.
2.9.2 Unstitched dresses collection
Sapphire launches there unstitched dress various time in a year they gave latest designs of men
women and kids on the festivals like Eid and on the change of season they gave summer volume
1 and different kind of slogans they use and launch there dress many times on different occasions
they have special designs that are launched every year on the independence day of Pakistan they
gave special discounts on these festivals which attract the customers’ towards them and that why
people are more happy and satisfied of the sapphire textile.
2.9.3 Beauty products
Sapphire provide one of the best beauty product of Pakistan there beauty product are very good
there quality is excellent females all around the countries buy their product are really fond of
their products as their beauty products does not gave bad impact to their skin females are
normally very choose about their beauty product but when it comes to beauty products of
sapphire females all around the Pakistan are very satisfied and happy with sapphire beauty
products and the results of their products are very effective and does notdamage the skin.
2.9.4 Accessories’ of sapphire
The accessories of sapphire includes the leather shoes for men women and kind the bags of
different styles and the scarf’s printed and plan of different colors for females and the prices of
there accessories are very good people can easily afford their accessories and are very satisfied
from accessories product line.
2.9.5 Home Decorations
Sapphire provides there customers the best home products all types of bedding and room
decoration lamps etc. and have kids corner etc. that attracts the customers people are very fond of
there home accessories as they have best quality bedding they have different variety in bedding
products like kind size bedding sets ,kids bedding and many more there bedding verity gave very
decent touch which is very attractive to theircustomers with this they provide table line products
for there customers’ which is very unique and very different product they no other brand provide
and they have Varity of designs in this line which attracts every person that uses their products
they have a totally separate corner for the washroom accessories for there customers’ they
provide towels and different luxury products for theircustomers’ which helps there customers’ to
do one stop shopping and is very helpful for the customers as they provide Varity of products so
people are happy because this save their lots of time.

2.10 Advertisement Strategies of sapphire
There are many way by which every textile brand promote their product in the market that every
signal person in the country should be familiar with the products of the brand sapphire also
advertise there product through different ways:
 Social Media advertisement
 Digital marketing
 Paper advertisement
 Commercial advertisement
 Outdoordetriment
2.10.1 Social media Advertisement
Sapphire has a proper team who handle their social media advertisement this is the main plate
form in today time where 90 percentage of people get knowledge about the brands and there can
be in touch with the regular updates regarding there brands sapphire also advertise there latest
collection through social media they have a official page on Facebook, Instagram and have
official wrapgroupwhere they regularly update theircustomer about their latest arrival and these
page have the official online shopping website link with which customers’ can easily reach
directly to online shopping portal sapphire and buy their products online and have knowledge
about it.
2.10.2 Digital marketing
Digital marketing is marketing that is done through the internet over the globe sapphire has
digital marketing facility for there customers all over the globe there online shopping portal is
available all the world for there customers’ and people love to do online shopping through there
online shopping portal as this is the time of ecommerce business so sapphire online portal is
helping the brand to compete in the world with theircompetitors all over world people these days
hardly get time to go out and do shopping in the retailer shops and many cities in Pakistan does
not have the source of retailer shops of sapphire so online shopping portal of sapphire helps there
customers to buy product easily while sitting in their homes.
2.10.3 Paper Advertisement
The paper advertisement is the most direct advertisement that reaches the ordinary people of the
countries and help them in choosing of their clothing style every second home in Pakistan have
new papers in their homes on daily basics sapphire advertise their new collection there sale
offers everything in the newspapers that helps them to reach the maximum people of the country
this helps sapphire textile to target every second home f the Pakistan and grab attention of the
people of Pakistan.
2.10.4 Commercial Advertisement
Sapphire textile advertisement always gave message of empowerment of females of Pakistan
there advertisement on the television target the hose wife and make them familiar with the
brands commercial of sapphire are having a very attractive and meaning full message in there
advertisement and shows how confident just good dressing style can make a women.

2.10.5 Outdoor advertisement
In outdoor advertisement bill boards and poster are included in which sapphire is also working
and making people familiar with their brand these bill boards and poster attracted many walking
people and in this way brands garb many customers’ people who do regular walk they notice the
billboards around them the poster also which is one of direct marketing way to attract the
customers toward their brand.
2.11 Covid19 effect on sapphire
This pandemic has badly affected all the business not only inPakistan but in the whole universe
people have suffered a lot due to this pandemic situation many business are completed shutdown
and people have reached to bank Crapsey due to this pandemic Pakistan has also suffered a lot in
pandemic many famous brands across the country are still facing difficulty to stand on knees as
they use to have the position in the market the complete lockdown situationhas made any people
jobless in this whole condition sapphire and many other brands of textile industry has been
facing lose due to the complete shutdown of the retailer store of their brand sapphire main
customer market are those who visit there stores and buy stuff from there store by their own after
lockdown they face large no of lose in there selling as people could not reach to their products
easily and they couldn’t grab customers for their products.
In this whole pandemiccondition where sapphire faced large scale lose in the selling of products
there they had a good point for themselves there online shopping portal helped then to reach
there customers’ as the festival of Eid came near by people used their online shopping portal to
buy their products and on large scale they got the order where many brands were struggling to
make their online shopping portal sapphire has safe large span of time as they already had their
online portal for shopping else sapphire main focus in this time was there social media marketing
strategies because people around the world were limited to their hoes so they used mostly social
media and this was the time where social media marketing got huge completion in the market
people were getting attracted of those brands who had best social media reach to their customers
so sapphire also started working on their social media marketing and made different kind of
offers for their customers to be attracted and to shop online from their brand most of the brand
were working on their social media strategies there sapphire starting offering there customers’
free shipping offer over all the country which attracted the customer on the large scale and
people were buying lots of stuff online from sapphire.
Sapphire online portal shopping had made people life very easy in this pandemic condition they
were safe and did not had to wait much for their product and product was available at their door
step there were many competitors of sapphire who also has online shopping portal but they were
not active on their online shopping site so they were still facing problem where ate sapphire had
this advantage that they were active on their social media page before then this pandemic and
they were up to date on their online shopping portal and they easily could compete in the market
due to their online shopping portal and the lose that the company faced during this whole sudden
lockdown was easily covered from the online shopping portal of the company there
advertisement team specially started working on the social media plate form of the brand and
made most attractive strategies for there brandthat people should choose their products over

other products in the market and this how sapphire easily compete there competitors in the
situation of this pandemic and gain their old position in the market or we can say far better
position in the market.

CHAPTER NO 3
RESEARCH ON PROJECT

3.1 Detail of my project work
This chapter of the project is the complete analysis of the project that what was learnt from this
project and how things happen in the market?What method of research and which ways of the
research about my organizationwere used that was given by the department and how the data was
collected, the complete information about the organization and which aspects were covered
during this information collection and the survey interview data will be also shown that how the
interviews were conducted and the local Abbottabad people’s feedback will also be shared in this
chapter and will be showing the sample of the interview and feedback that was conducted
personally, the whole information related to sapphire textile will be shared, the main area that
this project covers is that the social media marketing of sapphire and how covid-19 pandemic
effected the company.These main highlights of this chapter that will elaborate are:
 Sample size
 Information collection methods
 Area target for data collection
 Questionnaires survey ‘
3.2 Sample size
In the sample size of this project the motive of the research was to collect the information on the
covid-19 lockdown conditions of the sapphire brand how they tackled at that time?Howthey
reached out to their customers and how did they handle the loss that the company had faced in
that span of time?The target of this research was to collect this all information specially for the
Abbottabad city retail outlet of sapphire,also this project covers the details about how the whole
sapphire brand operated and handled the situation caused by COVID-19 and how every outlet
manager worked on it and helpedtheir brand to compete in the market,through e-commerce level
how they fulfilled the orders in that situation where everything was under strict lockdown it was
very hard to go out as the life was in danger but due the Eid festivals people wanted to buy new
dresses forthemselves,How did the sapphire brandcame up and provided there services to their
customers?
3.3 Information collection method
There are two main ways to collect the information about any origination on which any person is
researching on:
 Primary informationcollection
 Secondary information collection
3.3.1 Primary information collection on sapphire
The primary method of information collection was through internet. The brand’s website was
researched to collect the informationabout sapphire. On their official website there is the detailed
interview of the founder of sapphire textile Sir, NABBEL Abdullah, one the website was Pt

profit on which the detailed interview is posted and got a lot of information about the company
and the management system they have in their company.The information was gathered from the
official website of sapphire brand and got the detail information that what kind of products do
they provide to their customers and how much variety they have; else the information was
gathered from the Wikipedia and other websites.The data was collected and then understood and
is explained in this report.
3.3.2 Secondary information collection on sapphire
The secondary data on sapphire was collected personally by visiting the outlet of sapphire in
Abbottabad city where the interviewee were the sales person and the whole staff of the sapphire
Abbottabad.Then late on the manger was interviewed, he was asked proper planned questions
about the brand which would help in understanding about the brand to the simplest and unrelated
person as well.The manager was very nice in replying to all of the questions and explained
everything. He tried to answer all the queries,but still there were a few answers that couldn’t get
there direct answer, but every organization has limits to share specific data with customers but
still a lot of information about the brand products, work handling, staff and about the
pandemiccondition was collected.After this a survey was conducted on the local people of
Abbottabad that what are their views about the sapphire brand and their products and how much
are they satisfied or dissatisfied from the brand and what are their demands and expectations
from the brand?
3.3.3 Target area for gathering data
The targeted area of this research for collecting the data was Abbottabad city it was not easy to
conduct the interview, as the pandemic situation is still in the country.It’s really difficult to
research on the vast outlets of the sapphire by visiting each of them personally but the
Abbottabad outlet of sapphire was easy to access and the customer’s data is also collected from
the people of the Abbottabad city.
3.3.4 Questionnaires information
The question data is that data that was personally collected through the interview and the
feedback of the different people of Abbottabad this will help in the understanding level of
stratification that customers have for the sapphire textiles in the market.

The purpose of this study is to examine the impact of social media marketing
of sapphire on consumer buying behavior .your response will be anonymous,
and data collected will be surely used for research purpose all the information
will be kept confidential.
3.1.8 Customer feedback survey
DATA NO: 1
NAME
AGE
GENDER
Q1: DO YOU USE SOCIAL MEDIA REGULARLY
Q2: WHICH CLOTHING BRAND YOU PREFER
15 to 20
20 to 30
30 to 40
Above 40
Female
Male
YES
NO
Sapphire

Q3:HOW REGULARLY YOU CHECK SOCIAL MEDIA FOR CLOTHING BRAND
Q4: WHICH SOCIAL MEDIA PLATFORM YOU USE FOR SEARCHING SAPPHIRE
UPDATES
Q5:DO YOU CHECK REVIEWS OF THE CUSTOMERS ABOUT THE SAPPHIRE
PRODUCT
Q6: WHERE DO YOU USUALLY BUY YOUR DRESSES FROM
Khadi
Lime light
Daily
Once in a month
Rarely
Never
Facebook
Instagram
twitter
WhatsApp group
Word of mouth
YES
NO
Online
Out let
Others

Q7: WHAT SOURCE OF INFORMATION INFLUENCE YOUR BUYING DECISION
Q8: FROM 0 TO 10 HOW WILL YOU RATE SAPPHIRE CLOTHING BRAND
Q9:HOW OFTEN DO YOU BUY NEW CLOTHES
Q10:WHAT DO YOU CHECK WHEN YOU ARE SHOPPING CLOTHES
Q11: DO YOU THINK LOCATION OF STORE ATTRACTS CUSTOMERS TO THE
BRAND
Family and Friends
Social media
Television
Others
0-5
6-8
10-10
Every week
Monthly
Dont know
Price
Quality
Design
Yes
No

Q12:DO YOU THINK SAPPHIRE HAS STRONG POSITION IN CUSTOMER MINDS
Q13: DO YOU THINK SAPPHIRE IS AN EXPENSIVE CLOTH BRAND
Q14: DO YOU RECOMMEND SAPPHIRE BRAND TO YOUR FRIENDS
Q 15: DO YOU PAY ATTENTION TO THE ADVERTISEMENTS ON SOCIAL MEDIA
ARE GOING ON
Q16: ARE YOU BRAND LOYAL CUSTOMER OF SAPPHIRE
Q17 :WHAT DO YOU THINK OF SAPPHIRE BRAND AS WHOLE
Q18: DO YOU THINK SOCIAL MEDIA HAS MADE SHOPPING EASY FOR
CUSTOMERS?
Yes
No
Yes
No
Yes
No
Yes
No
Yes
No
Good
Excellent
Neither of them
Yes
No

Q19: HOW MUCH CONSCIOUS ARE YOU ABOUT THE BRANDS AROUND YOU
Q20 :DOES SOCIAL MEDIA MARKETING IMPACTS YOUR BUYING CHOICES?
Q21: CAN YOU RECALL ANY ONLINE SHOPPING YOU DID DUE TO GOOD
SOCIAL MEDIA MARKETING?
Q 22: DID YOU BUY FROM SAPPHIRE AFTER WATCHING THEIR TV AD?
Q 23: DID YOU BUY FROM SAPPHIRE AFTER THEIR SOCIAL MEDIA
MARKETING?
Q24: DO YOU FEEL MOTIVATED TO BUY AFTER WATCHING AN ONLINE AD?
Very
Not much
Not at all
Yes
No
Yes
No
Once
Twice
Never
Yes
No
Yes
No

Q 25: IF YOU HAVE TO RATE SOCIAL MEDIA MARKETING VERSUS TV AD
CAMPAIGNS, WHICH ONE WILL YOU PREFER:
Attention seeking Neutral Boring
TV ad
Facebook
Instagram
YouTube
Radio
Mobile marketing
3.4 Competitors’ of Sapphire Textile
According to one of the interview of Nabeel Abdullah the owner of sapphire brand he said that
top competitors that sapphire have in the industry are Khadi ,Gul Ahmed and Nishat these are the
biggest rivals of sapphire brand in the textile industry with whom sapphire is competing there
unstitched dress are as famous as of the sapphire and people love to buy the unstitched dress as
compare to stitched the main competition between theses all brand is on unstitched dress
sapphire is giving their best designs and competing in industry with these competitors and
according to the survey of last few years sapphire is in the top two trending brands that customer
love to buy for themselves.

CHAPTER NO 4
FINDINGS AND RECOMMENDATIONS

4. Findings of my project
After doing the whole research and gathering the information thought the survey from the
random people of Abbottabad and the interview of the manager it gave us complete
understanding about the brand sapphire the main reason that 80 to 90 percent of females are very
happy from the sapphire brand is because they have unique designs and most importantly there
rates are affordable females get attracted towards sapphire more than any other brand because the
affordable prices and the best quality products that sapphire is providing to them according to
information in covid19 pandemic situation sapphire was the most top trending brand who got the
orders and people did mores then there expectation shopping from their online portal
4.1 Results and data analysis
After collecting the whole data from the random people of Abbotabad city on
sapphire and there competitor brand I got the result that 55% of females prefer
sapphire for their shopping 12% females are interested in khadi brand and 6% of
females prefer lime light brand for their shopping according the whole data
analysis sapphire is the top preferred clothing brand of Abbotabad city
4.1.1 Age analysis
According to the survey data analysis females in between age of 20 to 30 are more
interested in shopping and they prefer sapphire more than any other clothing brand
which is a very positive sign for the sapphire textile and is contributing a lot in the
growth of sapphire brand
4.1.2 Social media plate form contribution in sapphire
Twitter facebook instagram three top most social media plate which are
contributing in the marketing of the sapphire success after collecting the data
information from the local people I understood the top plate form that is
contributing in the marketing of sapphire and attraction of the customer is
instagram with 50% of people get attracted towards sapphire brand through the
instagram posts and facebook contributes of 27% where as twitter contributes 12%
in attraction of the people after collecting the data and analyzing it I understood
that how much social media plate forms are important for a brand and how they
play role in the success of a any brand .

Age
Frequency Percent Valid Percent Cumulative
Percent
Valid
15 to 20 15 37.5 37.5 37.5
20 to 30 16 40.0 40.0 77.5
30 to 40 6 15.0 15.0 92.5
Above 40 3 7.5 7.5 100.0
Total 40 100.0 100.0
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid
Female 31 77.5 77.5 77.5
Male 9 22.5 22.5 100.0
Total 40 100.0 100.0
2. WHICH CLOTHING BRAND YOU PREFER
Frequency Percent Valid Percent Cumulative
Percent
Valid
Sapphire 22 55.0 55.0 55.0
Khadi 12 30.0 30.0 85.0
Lime light 6 15.0 15.0 100.0
Total 40 100.0 100.0

Correlations
20. DOES
SOCIAL MEDIA
MARKETING
IMPACTS
YOUR BUYING
CHOICES?
23. DID YOU
BUY FROM
SAPPHIRE
AFTER THEIR
SOCIAL MEDIA
MARKETING?
20. DOES SOCIAL MEDIA
MARKETING IMPACTS
YOUR BUYING CHOICES?
Pearson Correlation 1 .306
Sig. (2-tailed) .055
N 40 40
23. DID YOU BUY FROM
SAPPHIRE AFTER THEIR
SOCIAL MEDIA
MARKETING?
Pearson Correlation .306 1
Sig. (2-tailed) .055
N 40 40
4. WHICH SOCIAL MEDIA PLATFORM YOU USE FOR SEARCHING SAPPHIRE
UPDATES
Frequency Percent Valid Percent Cumulative
Percent
Valid
Facebook 11 27.5 27.5 27.5
Instagram 20 50.0 50.0 77.5
Twitter 5 12.5 12.5 90.0
Word of mouth 4 10.0 10.0 100.0
Total 40 100.0 100.0

You have to write why audience rate like this
8. FROM 0 TO 10, HOW WILL YOU RATE SAPPHIRE CLOTHING BRAND
Frequency Percent Valid Percent Cumulative
Percent
Valid
0-5 6 15.0 15.0 15.0
6-8 28 70.0 70.0 85.0
10-10 6 15.0 15.0 100.0
Total 40 100.0 100.0

4.2 Recommendations
Sapphire is one of the top brands of Pakistan they are only targeting the middle class of the
country they should have a special innovation in there price list that every single person around
the country can easily afford their products
They are still lacking behind in some of the cities of Pakistan which have minimum shopping
area there competitors are targeting those area where people have less shopping area they are
reaching out to thoseruler area of Pakistan sapphire should also target those areas of Pakistan and
should reach out to their customers that they can easily buy their products
They should hire more designer for there company as different minds gave different idea so
different designer will make different touch in there designs
They should gave the tradition touch to their brand which will attract more customers as people
of Pakistan have very dignity for their culture they will get more attracted towards there sapphire
because of the traditional touch of the beloved country
Sapphire is not only Pakistan brand they are all over the world they should have complete
knowledgeabout the culture of the place where they are moving and having there outlets and
should gave those country the dress that they use but with the traditionally touch of Pakistan this
will make another position of sapphire textiles not only in Pakistan but I the whole world
They should gave vouchers and different type of customers attraction gifts to their customers
that can motivate the customer and attract them towards their brand and people can share their
experience with their family and friends and in this way sapphire can get more loyal customers
Sapphire should have special bounces and different type of motivation gifts for there employees
that they should be motivated and should perform best on their jobs
Sapphire should have more attractive advertisement that more customers should get attracted
towards them.
4.3Bibliography

PRESENATATION OF SAPPHIRE. (2020, NOVEMBER). Retrieved from
https://www.slideshare.net/usama17/sapphire-presentation
SAPPHIRE . (2020, NOVEMBER). Retrieved from SAPPHIRE OFFICAL WEBSITE:
https://pk.sapphireonline.pk/pages/home
SOFT FABRIC COMPETITORS. (2020, NOVEMBER). Retrieved from
https://tribune.com.pk/story/860542/soft-fabric-amid-stiff-competition
TPROFIT. (2020, NOVEMBER). Retrieved from
https://profit.pakistantoday.com.pk/2019/09/23/after-years-of-expanding-its-retail-footprint-
sapphire-turns-online/
WIKIPEDIA SAPPHIRE. (2020, NOVEMBER). Retrieved from SAPPHIRE:
https://en.wikipedia.org/wiki/Sapphire_Retail